PUBLIC believes that exhibit design needs to take advantage of the physical presence of the visitor to build and reinforce strong and cohesive story—through physical interactivity, poetic spatial relationships and multi-layered sensory delight. People are busy and they have lots of options for leisure. Museums have to work hard to get visitors in the door. And since everyone with a smart phone has an illustrated encyclopedia in their pockets, it's never purely about learning information. Creating a wholly unique experience involves providing people with a feeling that they can’t get anywhere else. Exhibit design blends architecture and communication design to create meaning and memory.